activation). Moreover, information becomes less accessible as the number of concepts
associated with the information being currently processed increases (fan effect).
Axiom 2 (From Models of Automaticity and Dual-Process)
• (Automatic vs Deliberate Process) Much of human cognitive and affective processing
goes automatically, that is, automatic processes are spontaneous, unconscious, un-
controllable, and effortless. Individuals may be aware of the outputs of their thinking
processes but not the underlying processes themselves. (Bargh, 1997; Fazio, 1986)
• (Dual-Process) Automatic processes are underlying and running simultaneously with
conscious processes. Only when people are sufficiently motivated and have enough
cognitive resources available, will they engage in conscious, elaborated, and effortful
thinking. (Fazio et al, 1996; Chen and Chaiken, 1999; Fiske et al, 1999)
Axiom 3 (The Affective Mechanism)
• (Hot Cognition) Most social concepts in memory are affectively charged. The affective
evaluation linked to a concept in LTM can be positive or negative or close to zero,
indicating either a non-attitude or ambivalence. (Abelson, 1963)
• (Affective Congruence) The information in memory that is affectively congruent to
the information being processed is more accessible. (Fazio, 1990)
• (Primacy of Affect) Affect can not only be triggered automatically without conscious
appraisal of an attitude object, but also is primary in the sense that it comes into
working memory before other conscious thoughts and appraisals enter into the judg-
ment process. (Zajonc, 1980, 2001)
Axiom 4 (The Integration of On-line Processing and Memory-Based Model)
• (Memory-based Processing) Different, often conflicting considerations and feelings
that come to mind on the spot influence the evaluations of objects. The accessibility of
situational factors, together with the content and structure of prior beliefs determine
what considerations and feelings come to mind on the spot.
• (Attitude Construction and Colorization) An attitude toward an object is constructed
and/or updated continuously in real time. That is, it is colored by those thoughts and
feelings that come to mind at the time of information processing. In J. Q. Public the
evaluation of an object is the average of its prior evaluation [the affective tag linked
to the object] and the valences of accessible thoughts elicited on the spot, weighted by
their activation levels.
4
Convention